Let's face it. Unless you've been buried under a rock, you know that women make or influence more than 80% of all consumer purchases in the US, and that "Harry Potter and the Deathly Hallows" (Book 7) is being released on July 21, 2007:) But what you might not know is how to market to women or what women want as consumers. And for those of us in the dark, Lisa Johnson and Andrea Learned's first book "Don't Think Pink" offers valued insight into this all important subject.
From the start, the authors warn against using stereotypes and antiquated assumptions of "pink thinking", which include placing pastels and flowers on packaging or producing "'lighter' versions of original products, in a quick-fix effort to appeal to" women (pg. VII). Instead, the book teaches that companies have the option of using visible, transparent or hybrid marketing campaigns to make their products and services compelling and relevant to women. However, Johnson and Learned believe that transparent marketing campaigns are the best approach since they "meet women's needs without labeling the product or service exclusively for women" (pg. 16) and actually attract more male consumers as well. For example, Home Depot's transparent campaign includes creating a "showroom feel" with wider shopping aisles and brighter lighting to help women visualize their offerings in context (pg. 53).
In addition, "Don't Think Pink" emphasizes how women online switch shopping styles with men (pg. 19), a well-told story can help women picture your product or service in context (pg. 56), meeting women where they are is the only place to gain their trust and "give them a new view of your wares" (pg. 26), time is today's most valuable currency (pg. 70), "solo women will regularly take a friend’s advice over anything (including your advertising messages)" (pg. 118), and women should be segmented by their values and attitudes rather than traditional demographics (pg. 114). The book also stresses the importance of enlisting women as your marketing partners and says "the fastest and most accurate way to learn what your women customers want is to ask them, listen carefully and see your brand through their eyes" (pg. 199 & 200). So when in doubt, don't be afraid to ask (like Kevin James' character in the movie "Hitch";)
Bottom Line: "Don't Think Pink" answers the question of what women really want from a brand; women want their lives made easier and to get more out of their time (pg. 176). So in the spirit of Lisa Johnson's philosophy, BuzzAroundBooks.com isn't selling an online book community; it's selling "connections, experience and education" ("Do It Herself Video" www.reachgroupconsulting.com ). As a result, I feel that anyone who is planning on marketing to these powerful consumers should read this book. Its cost is a small price to pay for the money it'll probably save your business in the long run.
"Don't Think Pink: What Really Makes Women Buy—and How To Increase Your Share Of This Crucial Market" by Lisa Johnson & Andrea Learned - To learn more about this author, visit Kevin Lee's Website.
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